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THE ATTITUDES AND PURCHASE INTENTIONS TOWARDS PRIVATE LABEL PRODUCTS, IN THE CONTEXT OF ECONOMIC CRISIS: A STUDY OF THESSALONIAN CONSUMERS
Abstract
The purpose of this study is to identify, in the context of the economic crisis, the Greek consumers’ attitudes and purchase intentions towards private label brands, particularly towards food private label products. It uses an adapted conceptual framework and tests several hypotheses. Measures were adopted from previous literature. Self-administered questionnaires were developed and distributed to approximately 120 respondents who are residents of Thessaloniki. Six of the seven hypotheses are supported empirically, out of which two are validated partially. Thus, perceived quality, perceived risk, perceived benefits (i.e., price and packaging), trust, perceived economic situation and income level influence purchase intention towards private label products. Based on the findings, several recommendations to the retailers and recommendations for further research are provided.
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